WTF??

Had to walk down to the Post Sorting office to collect a parcel today. I went via Lincs FM/Toy Library car-park, and was greeted with this sight. A HUUUUGEEE inflatable Santa surrounded by a bunch of festively dressed people cavorting in some weird Santanic (See what I did there?) ritual! No-one was spectating or anything, I've no idea what it was all in aid of...